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In 2024, a perfect storm of technology, business, and consumer behavior trends will conspire to intensify the challenges of protecting brands on digital media.

The US ad industry is at a crossroads. Which path it takes will depend heavily on which candidate is elected.

US travel media network (TMN) ad spend will reach $2.13 billion this year and increase to $2.96 billion in 2026, per our September 2024 forecast.

As Latin America鈥檚 digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time鈥攁nd money鈥攊f they wish to maintain a competitive edge in today鈥檚 rapidly evolving business environment.

US retail digital ad spend will grow 14.2% next year to reach $84.00 billion, or 28.6% of total digital ad spend, per our forecast.

Retail will account for over a quarter (28.7%) of all US digital ad spending in 2024.

Big Tech is responsible for some of the most popular online destinations among consumers. Amazon, Apple, Meta, Microsoft, and Alphabet-owned Google will attract almost two-thirds of US digital ad dollars in 2024, according to our forecast.

B2B marketers are increasingly targeting younger, digital-first audiences on social media platforms, we noted in our B2B Digital Ad Spend Forecast 2023 report. While LinkedIn and Meta will account for a combined 42.2% of US B2B digital ad spend in 2024, according to our forecast, TikTok is emerging as a contender for organic and creator-based B2B marketing. Here鈥檚 the case for B2B marketing on TikTok.

Digital ad spending will continue to accelerate in 2024. Retail will be a main driver due to its large ad outlays and growing contribution on the supply side.

US digital ad spend will cross $300 billion for the first time this year, per our March 2024 forecast. That鈥檚 good news for advertisers, but it also means it鈥檚 harder to stand out. While exposing consumers to a brand multiple times across channels is vital to brand awareness, hitting consumers with the same creative over and over again or bombarding them with emails and text messages can hurt marketing impact. Here are five key stats on marketing fatigue across connected TV (CTV), email, and messaging.

Omnicom told analysts that the US presidential election was a 鈥渟ignificant market uncertainty,鈥� and WPP cited 鈥渃ontinuing macroeconomic pressures.鈥�. Omnicom, parent of BBDO and DDB Worldwide, benefited from ad spending for the Paris Olympics and the US presidential election. It also highlighted winning Amazon鈥檚 media account in the Americas.